Thanks to Tara Calashain of ResearchBuzz
for spotting a story in the Sydney Morning Herald
blowing the whistle on Hotmail which just followed in the footsteps of Yahoo Mail and has added a pre-checked option to every users account stating that their information can be shared with 3rd parties. Hotmail has 115 million users so that's a great big list on the rental market. A great big list that may be mighty annoyed to learn about this.
To see for yourself, if you have a hotmail account, go to "Options" and then to "Personal Profile." The new copy reads:"Choose how much of your .NET Passport information Microsoft can share with other companies' .NET Passport sites at sign-in:
[x]Share my e-mail address.
[ ] Share my first and last names.
[x]Share my other registration information."
Does sticking pre-checked permission boxes in my personal profile (which like most people, I haven't visited since I set up the account years ago), count as me "selecting" to have my name rented out? Hotmail appears to think so.
Will renting out this non-permission list make Hotmail much money? Well, it's hardly high quality. The names aren't proven buyers, aren't proven shoppers, aren't proven email offer responsive, aren't proven in be interested in any particular topic, aren't proven to be any age. Shall I go on? In the list rental world that's what makes a list valuable to renters. Not just a whole mess of names.